ELF Teams With National Women’s Soccer League

ELF Cosmetics signed four athletes from the National Women’s Soccer League to reinforce its commitment to empowering legendary females on and off the field.

The brand has a multi-year partnership with the league, sharing the goal to level the playing field for the 400-plus women who are elevating professional women’s soccer in the US. Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta and Jaedyn Shaw are the newest disruptors to join ELF’s talent roster.

Each one brings a powerful story of resilience, perseverance and passion to the pitch, per brand officials.

“Melanie, Abby, Lo’eau and Jaedyn are each powerhouse athletes—bold, fearless, and unapologetically themselves. Their stories reflect the kind of grit, grace and glow that define today’s rising legends,” said Patrick O’Keefe, chief integrated marketing officer, ELF Beauty. “As part of our ELF‑in‑sports movement, they embody our mission to champion the underrepresented and inspire the next generation of girls through unstoppable positivity, inclusivity and accessibility. They’re not just shaking up the game—they’re rewriting the rules of what it means to lead, to inspire, and to be legendary.”

The Team

Barcenas, 17, made history at 15 as the youngest player to sign with the NWSL. She continues to balance school and professional soccer as a forward for San Diego Wave FC and represents the US U-17 Women’s Youth National Team.

“Balancing school, soccer, and being a teenager isn’t easy – but ELF reminds me to have fun with it. They’re all about breaking boundaries, owning your journey, and showing up exactly as you are – and that’s what I want to represent,” said Barcenas.

Dahlkemper, center back for Bay FC, is a three-time NWSL Champion and World Cup winner who made a remarkable return to the field after a serious back injury sidelined her for over a year.

“I’m so excited to partner with ELF because they’re all about confidence – in the wins and in the tough moments. That really speaks to me. Some of the biggest lessons in my career have come through setbacks, and ELF shows up for women wherever they are on that journey,” said Dahlkemper.

LaBonta, who was waived early in her career, fought her way back to become a key midfielder and captain of Kansas City Current, earning her first USWNT call-up in May 2025.

“My story’s had twists and turns, but it’s mine. I’m thrilled to team up with ELF because they see the beauty in the entire journey – they celebrate the grind, the hustle, the comeback. I can’t wait to use this partnership with ELF to inspire the next generation of soccer fans,” said LaBonta.

Shaw, a forward for North Carolina Courage and rising star on the US Women’s National Team, became an Olympic gold medalist in 2024—all before her 20th birthday.

“Partnering with ELF means I get to represent all of who I am — Vietnamese, Black, athlete, creative. I want girls to see that you don’t have to choose one version of yourself. Confidence comes from being your full self, and that’s what ELF is all about,” said Shaw.

‘Access for All’ on the Playing Fields

All four players will join ELF through the remainder of 2025 through editorial content, appearances, public events, interviews, social content and exclusive campaigns across ELF platforms. Earlier this year, ELF became the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027. The brand teamed up with San Diego Wave as the Presenting Sponsor of the June 22, 2025, Pups at the Pitch match, and will head to Kansas City Stadium on August 16, 2025, as the KC Current take on Orlando Pride. Throughout the remainder of the season, ELF will continue to deliver fan-first experiences that amplify and celebrate voices both on and off the field.

ELF also supports the Billie Jean King Cup, Kendall Coyne Schofield and the National Women’s Hockey League, professional race car driver Katherine Legge, Paralympic swimmer Anastasia Pagonis and the Wonder Women of Wrestling Varsity Tournament, among other initiatives that democratize access for all on the playing fields.